SlatorPod #246 AI and the Future of Transcreation with Creative Translation CEO Luke Innes
Apr 11, 2025
Luke Innes, CEO of Creative Translation, expertly merges creativity with AI to revolutionize multilingual branding. He shares his unique journey from design to leading a transcreation agency, emphasizing that AI enhances productivity but can't replace human insight. Luke discusses the diverse team of specialists supporting high-quality projects and how AI is democratizing access for smaller brands. He also highlights the importance of cultural consultants and strategic partnerships in effective global communication, promoting responsible AI adoption through the Creative Academy.
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Unconventional Entry
- Luke Innes's entry into the language industry was unplanned, starting with typesetting for a neighboring translation agency.
- He noticed literal translations of nuanced phrases, sparking his interest in creative translation.
Creative Translation's Purpose
- Creative translation addresses the challenge of adapting nuanced language across cultures.
- It considers the meaning and intent behind words, not just literal translation.
Full-Service Language Support
- Creative Translation offers a full suite of language services to support global brands.
- Services range from transcreation to production services for complex scripts, leveraging AI where beneficial.